Ovadia & Sons’ Ariel and Shimon Ovadia are the two twins of GQ’s Best New Menswear Designers 2012. Both were born and bred in Brooklyn, NY and the fashion industry. The Ovadia name has been involved with fashion for more than 25 years, but it was only in 2010 that these two sons brought forth their collection into the light.

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About Ariel and Shimon Ovadia: Mr. Ovadia, a children’s designer, began the family clothing business in the early 1980s and it only seemed fitting for the two sons of Ovadia (now do you get the brand’s name?) would join in the budding company. “It’s really in our blood,” Shimon told Urbane Menswear. “So, between that and having a few jobs, then we went into the family business.”

The twins’ personal style is rooted in America sportswear. Both attended prep school as teens and were consistently decked out in preppy sweaters, North Face jackets and the latest sneakers that weren’t even released to the public at the time. Their collections don’t stray too far from this ideal of keeping clothes modern by classic.

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About Ovadia & Sons: In a way, the Ovadia & Sons aesthetic is a take on classic American menswear. It’s everything Ariel and Shimon grew up loving — tailoring, fitted suiting, prep, cutaway collars, and bold patterns. “We’re not about trends or gimmicks,” Ariel told GQ. “We just make clothing that we like that will never go out of style.”

Ovadia & Sons was first launched in 2010 with its Spring/Summer 2011 collection. Although the brothers had been wanting to proceed with their business in this way for a while, a sit-down conversation they had with the Ralph Lauren gave them that extra push they needed to make it happen.